WütendeDesigner!Jan-Erik BaarsProf. Hochschule Luzern, SchweizAssociate Partner, VanBerloInhaber designfokus
Meta Change!© iStockphoto
Die Zukunft ist  nicht mehr, was  sie mal war!© iStockphoto
© iStockphoto
© iStockphoto
© iStockphoto
© iStockphoto
hierarchisch flach   Struktur Chaostechnisch menschlich Produkte Erlebnisse
Erlebniswirtschaft
Innovation heute© iStockphoto
Es dreht sich nicht um Technologie,
es dreht sich um Menschen...
und ein orchestriertes Erlebnis!
Erlebnis:(wie funktioniert das?)
Wie eine Symphonie!
... oder wie Ihr Lieblings-             Restaurant!© iStockphoto
... oder wie eine Reise                 mit vielen Stationen!© iStockphoto
Was bedeutet das für´s Design?
Damit einheitliche© ThinkGeek   Erlebnisse entstehen...
experience                   müssen sie                   orchestriert© iStockphoto                   werden!
Symphonisch gestalten
Industrial Design              Product Design              User-Interface Design              Screen Design              W...
Wir wüten     herum!© iStockphoto
Zum Beispiel:
Woran der Designer dachte...
Das Konzeptdes Designers...
Woran derTechnikerdachte...
Das Konzept des Technikers...
Woran derWerber dachte...
Das Konzeptdes Werbers...
Woran derVertrieblerdachte...
Das Konzept    desVertriebs...
Warum?
Einzelkämpfer© 2010 Youngsters Cup Austria
Leidenschaft?
Wut?
Macht?
Isolation?
Ahnungslosigkeit?
Dummheit?
Das gehtbesser!! (H. Simon)
Designsymphonie!
Die richtigenDinge richtig                   Dinge  machen                  machen
Product Design© gettyimages
Communication Design
Interaction Design
Service Design© gettyimages
Experience Design© gettyimages
© wikipedia
© wikipedia
Beginnmit demEnde...
Beginn mitDesign!
Alte Logik:‘Dienstleistungen sind das,was übrig bleibt, wenn mandas Produkt entfernt.’
Neue Logik:‘Erlebnisse sind holistischeDienstleistungen, dieermöglichen, dass Mehrwertentsteht – bei allen Beteiligten.’
Und wo ist   der Gewinn?© iStockphoto
In der Relevanz!
Bedürfnisse                (usability, desirability)           Sinn                  Beziehung                      Releva...
Relevante Erlebnisse...          Markenerlebnis  Marke                    Kunde und Partner
werden geschätzt!                  KundenloyalitätWachstum und Zukunft                Kundenerlebnis
Kraft der Weiterempfehlung
„Erlebnis” ist ein Wachstumstreiber!       Wie es geht, leben Marktführer vor:                             Entdecken      ...
Loyalität und Motivation
DesignRelevanz ErlebnisLoyalitätWohlstand
Was sollte Designerantreiben?
Wut?© CHIP Fotowelt
Harmonie?
Vielen Dank!© iStockphoto
cch12 - Wütende Designer
cch12 - Wütende Designer
cch12 - Wütende Designer
cch12 - Wütende Designer
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cch12 - Wütende Designer

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Design ist das Bestreben, die Dinge besser zu machen. Aber warum ist, nach so vielen Jahren des Designs, so vieles noch nicht „besser“? Liegt es an der Wirtschaft, der Gesellschaft, oder vielleicht gar an den Designern? Wollen die Unternehmen Design nur als Mittel nutzen, um ihr kurzfristiges Handeln zu „verschönern“? Oder sind die Designer zu müde, nicht motiviert oder nicht wütend genug, wirklich durchzugreifen? Angesichts der vielen verflixten Probleme, die uns umgeben, dürfen wir nicht nur mit Schuldzuweisungen wuchern, sondern brauchen vor allem Designer mit gesundem Menschenverstand, die das Design designen können. Ob das geht?

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  • From the agricultural age, and thereafter the industrial age, we have come a long way and now are moving into the knowledge age. And with this shift, our society has become flatter and flatter, we are now living in a pancake world.The hierarchical systems as we knew them from the old ages are falling apart and are rapidly taken over by flatter systems, with different kind of boundaries between social and economical systems.
  • Where yesterdays innovation was about technology, about products, about management and risk management, it was mainly part of R&D and it was therefore closed.
  • Also they become more radical in their meaning: some solutions designate new meaning to existing combinations and therefore create innovative propositions.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • This phenomena is reflected in the development of economic progression in our society: Gilmore and Pine have stated, that economic progress will be mainly achieved by staging of experiences. Creating barriers to competition will be only possible, by providing differentiating and highly relevant propositions to consumers. The fact that 80% of our GDP is in services shows that we are more and more entering into an immaterial world. All this has a strong impact on innovation, as we know it.
  • So innovation today is about all that carries value: it is about creativity, entrepreneurship and vision, it is part of culture and it is open.
  • In this sense, innovation today is truly becoming open: creating relevant and differentiating experiences for and with consumers is now defining success - slowly but surely, humans are moving centre stage.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • Therefore this way of innovation very much depends on the brand, the personality behind the proposition: the brand or the personality conceiving the proposition.Brands are like personalities and can embody a companies effort to become meaningful for consumers. This is something we are accustomed by for ages, e.g. in the service industry... Just ask yourself: What makes your favorite restaurant your favorite, and why do you recommend it to your best friends?
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • In this lies the true challenge - filtering out the relevant ideas... and having the right vision on how to execute the ideas.The challenge lies in assessing the relevance of the idea for the targeted user, and to determine whether the company or brand can provide relevance to this user. Some companies are getting lost in translating ideas into relevance - relevance for themselves and for their customers...A way out is the third way to put humans centre stage:
  • In this lies the true challenge - filtering out the relevant ideas... and having the right vision on how to execute the ideas.The challenge lies in assessing the relevance of the idea for the targeted user, and to determine whether the company or brand can provide relevance to this user. Some companies are getting lost in translating ideas into relevance - relevance for themselves and for their customers...A way out is the third way to put humans centre stage:
  • In this lies the true challenge - filtering out the relevant ideas... and having the right vision on how to execute the ideas.The challenge lies in assessing the relevance of the idea for the targeted user, and to determine whether the company or brand can provide relevance to this user. Some companies are getting lost in translating ideas into relevance - relevance for themselves and for their customers...A way out is the third way to put humans centre stage:
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • Here the approach is to get under the skin of the consumer, and to focus on making the right thing, and not only on making things right. Insightful development works as a filter to skim through the vast amount of ideas: it helps to find out which idea fits best to the company or brand conceiving it, and to the person using it.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘ s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘ s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘ s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘ s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘ s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • The basis for building a mutual relationship with consumers and users starts with being human oneself, assuming a personal standpoint. It is an inside-out approach, of having a clear standpoint towards issues and propositions, as the basis for conceiving and proposing new meaningful innovations. In the end it ‘ s about meeting own needs with the user ‘ s needs, in order to create a mutual relationship based on trust.
  • Innovation is truly successful in economic terms, when a rewarding relationship between brand and user occurs - in the end it needs to trigger economic transactions. The economic reward is most fulfilling if the meaningful relationship, resulting from the provided experiences, leads to deep and engaged user loyalty and motivation.
  • As such recommendation has become the strongest growth engine in the networked society and moves centre stage in corporate strategies. Meaningful innovations can drive user loyalty and trust to an higher level, and unleash the power of ,word of mouth ‘ - it can ignite strong advocacy for the brand and thus fuel the growth of the company.
  • Strong brand advocacy is on of the most differentiating elements in competition. Because today, consumers define the barriers to competition!
  • If you start with design to drive your innovation activities and use design driven processes to create meaning for the brand ‘ s proposals, the resulting loyalty of customers will fuel long term profits. In making sure that meaningful innovation can lead to brand promotion, the resulting customer experience and loyalty will fuel growth of the involved companies. In the end, innovation is about the application of combinations that make a difference: combining the strength of your brand, what ever it is, with the strength of your customers loyalty, new market wining innovation can happen. By putting people centre stage in the innovation process and by having a designful approach to create meaning to them , market leadership can be reached and kept!
  • Today the boundaries are less between classes, more and more between opinions. This also influences the behavior of the consumer: Recommendation between peers takes over from a managed top-down distribution of opinion by the few... and at the same time brands increasingly provide meaning to people, substituting for lack of social structures.
  • This ,meaning ‘ is fully addressed, if people needs are met through a function that comes with a particular brand or language. Here design is not an actions to shape an identity, no, it ‘ s a process to create a relevant experience across all touch points a brand provides! Design is the process to connect the technological side of innovation (inventions) and the brand side (branding) to create meaning for people.
  • Thank you for your attention!
  • cch12 - Wütende Designer

    1. 1. WütendeDesigner!Jan-Erik BaarsProf. Hochschule Luzern, SchweizAssociate Partner, VanBerloInhaber designfokus
    2. 2. Meta Change!© iStockphoto
    3. 3. Die Zukunft ist nicht mehr, was sie mal war!© iStockphoto
    4. 4. © iStockphoto
    5. 5. © iStockphoto
    6. 6. © iStockphoto
    7. 7. © iStockphoto
    8. 8. hierarchisch flach Struktur Chaostechnisch menschlich Produkte Erlebnisse
    9. 9. Erlebniswirtschaft
    10. 10. Innovation heute© iStockphoto
    11. 11. Es dreht sich nicht um Technologie,
    12. 12. es dreht sich um Menschen...
    13. 13. und ein orchestriertes Erlebnis!
    14. 14. Erlebnis:(wie funktioniert das?)
    15. 15. Wie eine Symphonie!
    16. 16. ... oder wie Ihr Lieblings- Restaurant!© iStockphoto
    17. 17. ... oder wie eine Reise mit vielen Stationen!© iStockphoto
    18. 18. Was bedeutet das für´s Design?
    19. 19. Damit einheitliche© ThinkGeek Erlebnisse entstehen...
    20. 20. experience müssen sie orchestriert© iStockphoto werden!
    21. 21. Symphonisch gestalten
    22. 22. Industrial Design Product Design User-Interface Design Screen Design Web Design Graphic Design Und wie Service Design Interaction Design sieht‘s im Communication Design Media DesignDesign aus? Sound Design Corporate Design Interior Design Object Design Transportation Design Icon Design
    23. 23. Wir wüten herum!© iStockphoto
    24. 24. Zum Beispiel:
    25. 25. Woran der Designer dachte...
    26. 26. Das Konzeptdes Designers...
    27. 27. Woran derTechnikerdachte...
    28. 28. Das Konzept des Technikers...
    29. 29. Woran derWerber dachte...
    30. 30. Das Konzeptdes Werbers...
    31. 31. Woran derVertrieblerdachte...
    32. 32. Das Konzept desVertriebs...
    33. 33. Warum?
    34. 34. Einzelkämpfer© 2010 Youngsters Cup Austria
    35. 35. Leidenschaft?
    36. 36. Wut?
    37. 37. Macht?
    38. 38. Isolation?
    39. 39. Ahnungslosigkeit?
    40. 40. Dummheit?
    41. 41. Das gehtbesser!! (H. Simon)
    42. 42. Designsymphonie!
    43. 43. Die richtigenDinge richtig Dinge machen machen
    44. 44. Product Design© gettyimages
    45. 45. Communication Design
    46. 46. Interaction Design
    47. 47. Service Design© gettyimages
    48. 48. Experience Design© gettyimages
    49. 49. © wikipedia
    50. 50. © wikipedia
    51. 51. Beginnmit demEnde...
    52. 52. Beginn mitDesign!
    53. 53. Alte Logik:‘Dienstleistungen sind das,was übrig bleibt, wenn mandas Produkt entfernt.’
    54. 54. Neue Logik:‘Erlebnisse sind holistischeDienstleistungen, dieermöglichen, dass Mehrwertentsteht – bei allen Beteiligten.’
    55. 55. Und wo ist der Gewinn?© iStockphoto
    56. 56. In der Relevanz!
    57. 57. Bedürfnisse (usability, desirability) Sinn Beziehung RelevanzAngebote Marke(feasibility) Vertrauen (viability)
    58. 58. Relevante Erlebnisse... Markenerlebnis Marke Kunde und Partner
    59. 59. werden geschätzt! KundenloyalitätWachstum und Zukunft Kundenerlebnis
    60. 60. Kraft der Weiterempfehlung
    61. 61. „Erlebnis” ist ein Wachstumstreiber! Wie es geht, leben Marktführer vor: Entdecken Entsorgen Informieren Konsistent über Kontaktpunkte Service Kaufen Nutzen Installieren Kundenerlebnis Markenloyalität MotivationUmsatzsteigerung: von 5 Mrd. in 2001, auf ± 80 Mrd. in 2011 - 1600% über 10 Jahre... Loyalitätsführung - 78% NPS score
    62. 62. Loyalität und Motivation
    63. 63. DesignRelevanz ErlebnisLoyalitätWohlstand
    64. 64. Was sollte Designerantreiben?
    65. 65. Wut?© CHIP Fotowelt
    66. 66. Harmonie?
    67. 67. Vielen Dank!© iStockphoto

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